Why Hilton’s Loyalty Program Fails To Deliver Benefits – And Every Other Big Chain Is Better

There are four major hotel loyalty programs, at least for Americans: Hyatt, Hilton, Marriott and IHG. Hyatt has the smallest footprint but the best benefits for frequent guests. Marriott is great on paper but most inconsistent at the property-level delivering promised benefits. IHG never had much in the way of benefits at all until last year when everything changed. And Hilton stands alone, promising almost nothing.

It’s really striking how Hilton is the worst major chain for elite benefits across the board.

Suite upgrades:

  • Hyatt: upgrades at check-in up to standard suites, subject to availability. Members who stay at least 40 nights per year receive confirmed suite upgrades where members can book a standard room and convert their reservation to a suite any time a standard suite is available for sale at time of booking or any time prior to check-in.

    best hotel program delivers suite at park hyatt new york
    Suite Living Room, Park Hyatt New York

  • IHG: upgrades at check-in subject to availability, and now offers confirmed upgrades within 14 days of arrival. These confirmed upgrades are choice benefits which are available after staying only 20 nights.


    Intercontinental Singapore

  • Marriott: upgrades at check-in up to standard suites, subject to availability. Members who stay at least 50 nights per year can select Suite Night Awards as a choice benefit which offer upgrade priority on selected stays, confirming selected room types including suites starting 5 days prior to check-in.


    St. Regis Bangkok

  • Hilton: hotels are allowed to upgrade to suites, but are under no obligation to do so. Refusing to upgrade a Diamond member to an available standard suite is not a violation of program terms in any way.


    Conrad New York

Late checkout:

  • Hyatt: top tier elites are guaranteed 4 p.m. late check-out (2 p.m. for other elites) except at resort and casino properties (and Destination Residence timeshares) where it’s subject to availability.

  • Marriott: Platinums and above are guaranteed 4 p.m. late check-out (2 p.m. for other elites) except at resort and convention hotels and Design Hotels where it’s subject to availability, and except at excluded properties and non-participating brands.

  • IHG: 2 p.m. late check-out is subject to availability for all members, with priority for elites. In other words late check-out is never guaranteed.

  • Hilton: does not guarantee late check-out. Hotels that do not provide it are not violating Honors program terms in any way.

Breakfast:

  • Hyatt: Not only are top elites guaranteed breakfast, and not even as a choice benefit (where they have to give up some other benefit) but breakfast is specifically defined to prevent hotels from playing games with the benefit: it includes an entrée, juice and coffee, and includes tax/tip/service charges. Many hotels go above and beyond this, especially hotels with small restaurants which may offer complimentary room service.

    When staying at a participating hotel or resort that has a Club lounge, Globalists will receive access to the Club lounge. When staying at a participating hotel or resort that does not have a Club lounge (or if Club lounge is closed), Globalists will receive daily complimentary full breakfast (which includes one entrée or standard breakfast buffet, juice, and coffee, as well as tax, gratuity and service charges) for each registered guest in the room, up to a maximum of two (2) adults and two (2) children.


    Park Hyatt Vendome Room Service Breakfast

  • Marriott: you need a Ph.D. in the T&Cs to decipher the specific breakfast benefit which varies by brand and region, but in general Platinum elites and above receive at least an option for breakfast of some kind – either a continental breakfast, or a small food and beverage dollar credit.


    St. Regis Bali Caviar


    St. Regis Bali Seared foie gras with eggs


    St. Regis Bali Lobster

  • IHG: IHG introduced hot breakfast for Diamond members. In theory this should be the second best breakfast benefit. But note that hotels are now allowed to restrict some menu items from inclusion in the benefit, which we’re seeing happen.


    Club lounge chef at the Intercontinental Kuala Lumpur

  • Hilton: Breakfast used to be the sine qua non of the Honors program, offering it even to mid-tier elites. However elites now receive breakfast or a food and beverage credit depending on where the hotel is located. The food and beverage credit, which covers U.S. hotels, doesn’t usually cover the cost of breakfast. If this were actually about guest choice, rather than a cutback, the could have let elites choose breakfast or a food and beverage credit like my college dorm meal plan used to.


    Room Service at the Conrad Bangkok

Hyatt’s footprint is smaller. They have to offer the richest benefits to keep customers loyal. Marriott’s program, since merging with Starwood, has been next-richest in theory but there’s been little enforcement of actual on-property execution. IHG last year revamped its program and now offers competitive benefits.

Meanwhile Hilton has been a laggard for years. They keep hinting at finally getting on the benefits train, for instance seven years ago they considered a new top tier above Diamond and four and a half years ago they were testing confirmed suite upgrades. They never actually do it. Even their earn and burn proposition is less generous.

The only thing the Honors program really has going for it is that even ostensibly top tier Diamond is a giveaway level with their premium co-brand credit card, and the earn rates for Hilton stays with that card are good. But sadly the benefits of top tier more or less match that of a giveaway level.

About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community InsideFlyer.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

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Comments

  1. It’s so nice to be retired sometimes. I rarely need to stay at full service urban locations in the US anymore, I’m not a resort person, and I travel alone most of the time. So I’m a total free agent in the space in mostly suburban locations where status doesn’t get you anything anyway. I still get my 35k Marriott award each spring for my $95 ex-SPG credit card fee, but if they ever raise the AF I’ll be done with that too.

  2. Recurring nightmare: Delta partners with Hilton. Verbose pedantic commentary runs amuck. Aaaaaarrrrrgggghhhh

  3. @GringoLoco — Hola, Loco, you are barking up the wrong tree. The forum host is the one putting out all the bogus claims. If you wish to keep being gaslighted and drinking the kool-aid, that is your choice. Just do not expect everyone to. You might actually learn something from that “Verbose pedantic commentary” but for the mind narrow…

  4. Staying in the AC in Dallas tonight:
    86 nights so far as a titanium
    – booked a queen, then my wife decided to join me so needed a king – sorry sir, we do not do upgrades here… saw multiple standard king and queen rooms (along with suites in both room types). Sorry sir we are not allowed
    – asked if I could receive my 10 dollar food voucher (breakfast is 19 pp) and they said they do not give titanium’s vouchers here
    – asked for waters which were in the room… all 8 oz of the bottle. Felt like I was playing pre-k soccer.

    Only thing Marriott is decent at is disappointing their members with inconsistent benefits. At least Hilton I can get a food credit. I’d agree Hyatt is top, followed by IHG for how they treat their top tiers, then Hilton and finally Marriott

  5. Hilton’s benefits are much better outside of North America. I live in Europe, and travel globally for work. The Executive lounges in the EU, ME, Africa and Asia are well appointed. As a lifetime Diamond member, I routinely get treated very well, and have no complaints. In North America, it’s a bottle of water and some peanuts and a lousy breakfast …thank goodness I rarely have to venture there.

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